Consumer Behaviour

Student No

Faculty of Professional Studies

Consumer Behaviour

Assignment 2

Lecturer –

University of West London

ABOUT THE COFFEE INDUSTRY

Despite the recession, going out for a coffee still very much a trend thing to do. Recently in the news ( Evening Standard news paper) it have been suggested that coffee shops are not suffering as much as a result of the recession, especially in the centre of London.

Market size and forecast of coffee shops, best and worst case scenarios, 2005-15

Although many consumers view out-of-home coffee as an affordable luxury, the market is increasingly under pressure due to competition from the rising number of non-specialists (Mintel, 2011).

So giving consumers quality (by knowing what they perceive as quality in terms of product and service) and great customer service can be a way for coffee shops to increase or improve their market share.

INTRODUCTION

This report will focus on coffee shops and we will concentrate in one particular brand Starbucks coffee company in UK, analysis of their consumer behaviour; how Starbucks coffee can understand their customers’ better, in order to motivate them by meeting their needs and offering benefits that will be appreciated by them (using process, content and expectancy theory) and

Also analysing how understanding of family life cycle and family decision-making can help Starbucks make their product and services more successful.

According to Solomon, M. (2009)

Consumer Behaviour is: the study of processes involved when individuals or groups select, purchase, consume, use or dispose of the product / services, ideas or experiences to satisfy needs and desire.

And consumer behaviour changes over time, so businesses/ companies has to keep monitoring their customers to ensure that they are motivated, and their needs are being met, so in return firms will gain from the customers return purchase and loyalty if possible (Blythe,...